Teads unveils Teads for Publishers helping publisher sales teams to scale video & display inventory

Teads, The Global Media Platform, announced the availability of Teads for Publishers (TFP) empowering publishers to offer industry-leading ad experiences for both video and display. The suite of tools is designed to give publishers the ability to scale ad inventory and generate incremental revenue while also allowing them to deliver premium, brand safe user experiences.

Teads, which currently reaches 1.5 billion users through over 70 percent of the comScore top 300 editorial publishers globally, has helped publishers, in the past 3 years, grow their video inventory by 700% and triple their monetisation revenue.

It is rolling out the offering as an extension of its enterprise-class ad server and supply-side platform (SSP) which allow publishers to sell either directly or programmatically through private marketplace (PMP) Deal IDs. TFP leverages several components of Teads proprietary technology that publishing partners will now have access to including:

  1. Teads Prediction AI: Through TFP, publishers will have access to Teads’ proprietary prediction AI. Our predictive engine analyses billions of data points everyday across a variety of dimensions including user, publisher, advertiser and contextual features, in order to predict in real-time the likelihood of accomplishing a KPI, like a view or click, and hence enables guaranteed outcomes. This ground-breaking AI helps maintain the most efficient use of publisher inventory and powers new publisher sales models including viewable CPM (vCPM) and Cost-per-Completed View (CPCV).
  2. Teads Studio: Publishers will have access to Teads Studio, our self-serve creative studio platform that gives both publishers and advertisers the ability to optimise advertising creatives. Teads Studio works with a brand’s existing assets to remix and enhance their creative  to work best on a mobile device, with interactive elements designed to improve engagement.
  3. Teads Audiences: The data management platform (DMP) will allow advertisers to both integrate first-party and leverage third-party data to enhance targeting and drive further revenue for direct and programmatic sales. Secondly, publishers will also have the ability to utilise contextual targeting tools, which offer a means to navigate and address privacy restrictions emerging from regulation (such as GDPR and CCPA) and web browser limitations (cookie-less environments), as well as Teads’ unique first-party data. 
  4. Teads Premium Ad Experiences: Teads full suite of inRead formats, across both video and display, are now available to publisher partners for their direct and programmatic sales efforts. Publishers are able to offer their advertising clients industry-leading and innovative ad formats optimised for user experience, viewability, and mobile environments with full support for landscape, square, vertical, and interscroller creative types.

Errol Barran, Global SVP, BBC Global News: “Having a strong creative offer remains at the forefront of our commercial proposition to market. But that creative offer needs to provide the comfort and guarantee that it is not only safe but also underpinned by great user experience. Our relationship with Teads goes from strength to strength and this development is further evidence of their ability to reimagine the commercial video experience and improve their product portfolio.”

Andy Morley, CDRO for ESI Media, said: “Teads continues to drive innovation for publishers, providing incremental revenue whilst also helping us showcase new products and solutions for advertisers via its video and viewable display formats. With access to Teads for Publishers, Teads is part of ESI’s compelling product range that allows us to work with customers to effectively reach our influential audiences via our growing digital brands. We continue to work with Teads to drive growth across the business.”

Bertrand Quesada, Co-Founder and CEO, Teads said: “The digital advertising industry landscape today is constantly changing and evolving. Publishers continue to face monetization challenges on multiple fronts, including further revenue encroachment from walled garden platforms. With the introduction of Teads for Publishers, we want to empower publishers directly with the tools needed to develop an advertiser-centric business with unique outcome-oriented ad solutions – all designed to meet the industry’s toughest challenges.”

Source: Teads

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